In recent years, much research and discussion has focused on the decline in the demand for beef relative to pork and poultry. This decrease in demand has been attributed to several factors, including the relative price of poultry, changing consumer eating trends and overall dissatisfaction with beef as a product. Numerous surveys have revealed that consumers are not only concerned with the fat and cholesterol content of beef, but they are increasingly concerned with the quality and consistency of beef. Such concerns likely affect the purchasing behavior of consumers when buying beef.